Comcast Spotlight ramps up local interactive advertising


Comcast Spotlight is now using the Ensequence iTV Manager Service Provider Edition to enable its ongoing rollout of EBIF-enabled local interactive TV advertising. The cable giant has been rolling out iTV advertising over the past two years. Now begins the next phase.

“With hundreds of campaigns and more than 1.5 million interactions so far, it’s been a hit with both clients and customers,” said Comcast Spotlight’s SVP/Operations and Strategic Planning Steve Feingold. “The flexibility and ease in scaling that the Ensequence solution offers will be an important part of the next phase of our interactive advertising rollout.”

The Ensequence iTV Manager Service Provider Edition enables interactive advertising to scale in Local Ad Sales operational environments. From template creation, scheduling and playout, iTV Manager is a platform for delivering response-ready advertising. iTV application graphics, behavior, layouts and messaging can be quickly and easily customized based on each advertiser’s requirements and response goals. Each application can be distinctly branded, reflecting an advertiser’s unique branding and messaging.

Comcast Spotlight’s iTV solutions include: Request for Information (RFI), allowing consumers to request product samples, coupons, brochures or other materials; Remind Record, allowing viewers to set an on-screen reminder or DVR recording for an upcoming program featured in an advertisement; and VOD Telescoping, which gives advertisers the ability to invite viewers to watch a long-form on-demand video about their product or service or to “bookmark” that video to watch at a later time.